"Brad is very sincere and believes in the show," a source close to the series tells the new Us Weekly (on newsstands now). "That's why he didn't pick someone last time. He was never in it for the publicity. He wants to find a wife."

But this go-round, the Austin bar owner will show a different side. "Brad knows he has to open up more," says the insider. "Last time, he was reserved with the women."

And while the insider says producers are also considering aspiring country singer Ty Brown, 31 -- the fourth runner-up on Ali Fedotowsky's season of The Bachelorette -- viewers can all but rule out that round's runner-up, Chris Lambton, 33.